THE EFFECTIVENESS OF INSTAGRAM ADS ON @CITRANABILLA_BEAUTY ACCOUNT IN BUILDING BRAND AWARENESS AND BUYING INTEREST FOR MUA SERVICES

Abstract

Instagram Ads is a feature that is used by businesses on a regular basis, especially by makeup artist (MUA) services. @citranabilla_beauty is fve years old MUA who used Instagram for promotion. This research looks at The Efectiveness of Instagram Ads on @ citranabilla_beauty Account in Building Brand Awareness and Buying Interest for MUA Services. This research used a quantitative approach based on the positivism paradigm and employed a survey method with an objective approach. Using a purposive sampling technique, the sample uses 100 female respondents who live in Bekasi. Data collection techniques using questionnaires and literature research. The data analysis technique used Pearson Correlation and Simple Regression. The Pearson Correlation Brand Awareness test results are 0.785 with a signifcance value of 0.000 < 0.05, and the Simple Regression Test value (R Square) is 61.6%. The Pearson Correlation Test of Buying Interest results is 0.820 with a signifcance value of 0.000 <0.05, and the Simple Regression Test value (R Square) is 67.3%. The conclusion H0 is rejected, and H1 is accepted, so There is Signifcant Efectiveness Between Instagram Ads @citranabilla_beauty Account in Building Brand Awareness for MUA Services by 61.6%. And There is Signifcant Efectiveness Between Instagram Ads @ citranabilla_beauty Account in Building Buying Interest for MUA Services by 67.3%.